{"id":46758,"date":"2026-04-24T11:32:18","date_gmt":"2026-04-24T09:32:18","guid":{"rendered":"https:\/\/designdiffusion.com\/2026\/04\/24\/from-big-mac-to-pop-art-mcdonalds-transforms-via-tortona-into-a-pool-of-memories\/"},"modified":"2026-04-24T15:10:07","modified_gmt":"2026-04-24T13:10:07","slug":"from-big-mac-to-pop-art-mcdonalds-transforms-via-tortona-into-a-pool-of-memories","status":"publish","type":"post","link":"https:\/\/designdiffusion.com\/en\/2026\/04\/24\/from-big-mac-to-pop-art-mcdonalds-transforms-via-tortona-into-a-pool-of-memories\/","title":{"rendered":"From Big Mac to Pop Art: McDonald\u2019s Transforms Via Tortona into a \u201cPool\u201d of Memories"},"content":{"rendered":"\n<h2 class=\"wp-block-heading\">At Fuorisalone 2026, the food giant celebrates 40 years in Italy with an exhibition curated by Nicolas Ballario, merging Damien Hirst and Artificial Intelligence<\/h2>\n\n<p>Some define it as a &#8220;non-place,&#8221; while others consider it a temple of democratic conviviality. The fact remains that <strong>McDonald\u2019s<\/strong> has been part of our visual DNA for forty years. To celebrate this milestone anniversary, the brand makes its debut at Milan Design Week with <strong>\u201cPOOL. Unlocking a Memory,\u201d<\/strong> an exhibition that promises to be among the most photographed (and profound) of the<strong> Tortona Rocks<\/strong> circuit.  <\/p>\n\n<p>Curated by the eclectic <strong>Nicolas Ballario<\/strong>, the show is not a mere nostalgic celebration, but an aesthetic inquiry into how a global brand has intertwined with Italian culture, starting from that historic March 20, 1986, in Piazza di Spagna.<\/p>\n\n<figure class=\"wp-block-image size-large\"><img fetchpriority=\"high\" decoding=\"async\" width=\"1024\" height=\"683\" src=\"https:\/\/designdiffusion.com\/wp-content\/uploads\/2026\/04\/McDonalds-POOL-Memorabilia-4-1024x683.jpg\" alt=\"McDonald&#x2019;s\" class=\"wp-image-46694\" srcset=\"https:\/\/designdiffusion.com\/wp-content\/uploads\/2026\/04\/McDonalds-POOL-Memorabilia-4-1024x683.jpg 1024w, https:\/\/designdiffusion.com\/wp-content\/uploads\/2026\/04\/McDonalds-POOL-Memorabilia-4-300x200.jpg 300w, https:\/\/designdiffusion.com\/wp-content\/uploads\/2026\/04\/McDonalds-POOL-Memorabilia-4-768x512.jpg 768w, https:\/\/designdiffusion.com\/wp-content\/uploads\/2026\/04\/McDonalds-POOL-Memorabilia-4-1536x1024.jpg 1536w, https:\/\/designdiffusion.com\/wp-content\/uploads\/2026\/04\/McDonalds-POOL-Memorabilia-4-2048x1365.jpg 2048w\" sizes=\"(max-width: 1024px) 100vw, 1024px\" \/><\/figure>\n\n<h3 class=\"wp-block-heading\">Contemporary Art and Colored Balls: A Creative Dialogue<\/h3>\n\n<p>The heart of the installation is a giant ball pit, a totemic element of childhood for anyone who grew up with a <em>Happy Meal<\/em>. But here, the pool becomes a critical device. Inside, the McDonald\u2019s POOL project stages a dialogue between giants:  <\/p>\n\n<ul class=\"wp-block-list\">\n<li>Damien Hirst\u2019s Spot Painting: A reflection on seriality and repetition\u2014concepts Hirst turned into art and McDonald\u2019s turned into a production system.<\/li>\n\n\n\n<li>Early Works by Vedovamazzei: &#8220;Discoveries&#8221; of the artists&#8217; first creative gestures, a tribute to the origin of every great story.<\/li>\n<\/ul>\n\n<figure class=\"wp-block-image size-large\"><img decoding=\"async\" width=\"1024\" height=\"683\" src=\"https:\/\/designdiffusion.com\/wp-content\/uploads\/2026\/04\/McDonalds-Pool-5-1024x683.jpg\" alt=\"McDonald&#x2019;s\" class=\"wp-image-46696\" srcset=\"https:\/\/designdiffusion.com\/wp-content\/uploads\/2026\/04\/McDonalds-Pool-5-1024x683.jpg 1024w, https:\/\/designdiffusion.com\/wp-content\/uploads\/2026\/04\/McDonalds-Pool-5-300x200.jpg 300w, https:\/\/designdiffusion.com\/wp-content\/uploads\/2026\/04\/McDonalds-Pool-5-768x512.jpg 768w, https:\/\/designdiffusion.com\/wp-content\/uploads\/2026\/04\/McDonalds-Pool-5-1536x1024.jpg 1536w, https:\/\/designdiffusion.com\/wp-content\/uploads\/2026\/04\/McDonalds-Pool-5-2048x1365.jpg 2048w\" sizes=\"(max-width: 1024px) 100vw, 1024px\" \/><\/figure>\n\n<h3 class=\"wp-block-heading\">AI as a Time Machine: Creating Memories in Real-Time<\/h3>\n\n<p>The journey doesn\u2019t stop at contemplation. McDonald\u2019s is accelerating technology with a room dedicated to Artificial Intelligence. Here, visitors can interact with a system that transforms fragments of personal memories into a video generated in real-time. It is the evolution of memory: from the analog photos of the 80s to the digital synthesis of 2026.   <\/p>\n\n<p>The title itself, POOL, is a semantic play: read backwards, it becomes LOOP, emphasizing the cyclical nature of time and those memories that, periodically, return to visit us.<\/p>\n\n<figure class=\"wp-block-image size-large\"><img decoding=\"async\" width=\"1024\" height=\"683\" src=\"https:\/\/designdiffusion.com\/wp-content\/uploads\/2026\/04\/McDonalds-POOL-Memorabilia-2-1024x683.jpg\" alt=\"McDonald&#x2019;s\" class=\"wp-image-46698\" srcset=\"https:\/\/designdiffusion.com\/wp-content\/uploads\/2026\/04\/McDonalds-POOL-Memorabilia-2-1024x683.jpg 1024w, https:\/\/designdiffusion.com\/wp-content\/uploads\/2026\/04\/McDonalds-POOL-Memorabilia-2-300x200.jpg 300w, https:\/\/designdiffusion.com\/wp-content\/uploads\/2026\/04\/McDonalds-POOL-Memorabilia-2-768x512.jpg 768w, https:\/\/designdiffusion.com\/wp-content\/uploads\/2026\/04\/McDonalds-POOL-Memorabilia-2-1536x1024.jpg 1536w, https:\/\/designdiffusion.com\/wp-content\/uploads\/2026\/04\/McDonalds-POOL-Memorabilia-2-2048x1366.jpg 2048w\" sizes=\"(max-width: 1024px) 100vw, 1024px\" \/><\/figure>\n\n<h3 class=\"wp-block-heading\">A 40-Year Commitment<\/h3>\n\n<p>As highlighted by CEO Giorgia Favaro, the goal is to show how the brand has become &#8220;part of the collective culture.&#8221; With over 800 restaurants in Italy, the McDonald\u2019s project today is a reality made of 40,000 people and millions of daily stories. The exhibition concludes with a section dedicated to <em>memorabilia<\/em>: iconic design objects and archival materials that have marked the evolution of taste in Italy.  <\/p>\n","protected":false},"excerpt":{"rendered":"<p>At Fuorisalone 2026, the food giant celebrates 40 years in Italy with an exhibition curated by Nicolas Ballario, merging Damien Hirst and Artificial Intelligence Some define it as a &#8220;non-place,&#8221; while others consider it a temple of democratic conviviality. The fact remains that McDonald\u2019s has been part of our visual DNA for forty years. To [&hellip;]<\/p>\n","protected":false},"author":2,"featured_media":46697,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[329],"tags":[1511,965,948],"class_list":["post-46758","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-events-guide","tag-design-en","tag-event-en","tag-featured"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.0 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>From Big Mac to Pop Art: McDonald\u2019s Transforms Via Tortona into a \u201cPool\u201d of Memories - Design Diffusion<\/title>\n<meta name=\"description\" content=\"Explore &quot;POOL. Unlocking a Memory&quot; by McDonald\u2019s at Milan Design Week. 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